Doner Makes It ‘Easy’ for PNC Bank

NEW YORK PNC Bank this week breaks a regional advertising campaign that reflects its consumer-friendly approach with the new tagline, “Easy as PNC.”

The effort, from independent agency Doner in Southfield, Mich., will encompass television, radio, print and outdoor. Three Spanish-language spots from Marca Hispanic in Miami will also air as part of the campaign. The Pittsburgh-based financial institution said it would spend $30 million on the effort.

The English-language spots will air in prime time throughout PNC’s major markets, which include some 750 branches in Delaware, Kentucky, New Jersey, Ohio and Pennsylvania.

The Spanish-language versions will be aired in those areas of PNC’s markets with the highest concentrations of Hispanic customers, including New Jersey and Eastern Pennsylvania. Marketing will roll out into the Washington, D.C., area when PNC’s planned acquisition of Riggs Bank is completed later this spring.

The spots show “customers” stepping up to a blue microphone and declaring what they want, and in turn what PNC has offered them, to make banking smooth and efficient.

“The upbeat approach reflects what our customers say they want to make the banking experience easier for them,” Matthew Carter, PNC’s senior vice president of strategic marketing and brand management, said in a statement.

—Brandweek staff report